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Mobile Monetization Study: Making Sense of Use Rate

How does modifying an app’s ad Use Rate affect revenue, DAU, session time, and overall monetization efficiency?To find out, we studied trends of the top monetizing apps and the impact modifying Use Rate had for 3 of them. The results are available in our new white paper: Making Sense of Use Rate.

Highlights from the Study:

  • Increasing Use Rate drives an increase in overall publisher revenue through increased  Ad ARPDAU.

  • Increasing Use Rate has been shown to increase ad monetization efficiency through improved daily revenue per ad monetized user.

  • Increasing Use Rate does not have a statistically significant effect on DAU or MAU.

  • There is a notable correlation between Use Rate and average session duration.

  • The largest increases in ad monetization efficiency are found at the 40% and 50% Use Rate thresholds.

  • Increasing Use Rate can result in a higher eCPM when the additional ad monetized users have a strong CTR, suggesting that advanced user segmentation may be ideal to optimize this metric.